CFPhD University of Otago, New Zealand Poetics in Marketing

Advancing the Possibilities for Poetics in Marketing

Institution: University of Otago, New Zealand

Dept/School/Faculty: Marketing

PhD Supervisors: Dr Roel Wijland and Dr. Jacob Edmond

Application Deadline: Until a suitable candidate is identified

Funding Availability: Candidates may apply for a University of Otago PhD Scholarship, currently awarded to students with an “A” average or better

PhD Research Project:

Marketing and consumer research have been informed by literary theory. Aesthetic and performative approaches in interpretive methods related to a poetic turn have developed in the last decade, based on a seminal article by Sherry and Schouten in 2002 that outlined the role for poetry in consumer research. Innovations related to the theory and the methodologies for a poetics in marketing have since been established and the subject area is now ready for new original and conceptual projects that fortify its position at the cross roads of art and commerce. PhD projects in this area are by nature performative and often literally creative in their interaction with business and artistic communities. Based on a thorough understanding of the state of artful theory, a candidate has the mandate to come up with proposals evocative research projects that are theoretically rigid and that explore and advance poetics in marketing or consumer research. Projects may have a strategic (eg related to advertising or marketing artefacts) or a broad consumer culture bias.

Applicant: The successful applicant will be familiar with aesthetic, rhetoric or poetic theory, and is able to cross disciplary boundaries between humanities and business. S/he is expected to have a strong interest in semiotics, branding and the arts; knowledge of social and ethnographic research methods would be advantageous. The successful candidate is likely to contribute as an artist and an academic. Skills in qualitative research are desirable, as are skills in creating, conceptualising and managing a project.

Proposals: Candidates for this cross disciplinary call are selected by the supervisors on the basis of a specific and detailed research proposal.

Supervisors:

  • Dr. Roel Wijland is a lecturer in advertising in the School of Business and has published articles in mainstream marketing journals in the area of poetry and marketing. He has initiated various academic initiative related to the performative aspects of poetry and is the editor of a future publication in the Routledge Series for Critical Marketing on the ‘poetic turn’. Also see his research website: www.poeticbrandscapes.com
  • Dr. Jacob Edmond is a senior lecturer in the department of English and specialises in twentieth and twenty-first century poetry in English, Chinese and Russian, modernism and postmodernism, the avant-garde, literary theory, literature and politics, comparative literature. He has recently published A Common Strangeness. Also see the related website: http://commonstrangeness.wordpress.com/

Interviews : Appointments for live interviews with Roel Wijland are possible in Europe at the Consumer Culture Conference at the University of Oxford, August 16-19, or in Amsterdam August 21-25.

Funding Notes: Further information about University of Otago PhD scholarships is available at: http://www.otago.ac.nz/study/scholarships/database/otago014687.html

Eligibility

Suitable academic backgrounds: humanities, literature, the arts or art history; advertising, consumer research and marketing; A First or Upper Second Class Honours degree or a Masters degree is required in any one of these subjects. Graduates from other areas and disciplines will be considered if they can demonstrate both engagement with the topic area and relevant ability.

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CFPhD University of Otago Tobacco Packaging

The Evolving Design Strategies of Tobacco Packaging In Hostile Times

Institution: University of Otago

Dept/School/Faculty: ASPIRE2025 collaboration (www.aspire2025.org.nz)

PhD Supervisors: Professor Janet Hoek and Dr Roel Wijland

Co-Supervisor: An ASPIRE2025 team member

Application Deadline: Until a suitable candidate is identified

Funding Availability: Candidates may apply for a University of Otago PhD Scholarship, currently awarded to students with an “A” average or better

PhD Research Project:

Debate over the plain packaging of tobacco products has refocused attention on the brand imagery featured on tobacco packaging and how this communicates aspirational attributes to smokers and non-smokers alike. Although several studies have examined how smokers and non-smokers interpret brand imagery, we know much less about brand design as a responsive process in hostile markets and adverse consumer cultures.

In New Zealand and other countries, progressive tobacco control legislation has lead to the gradual phasing out of mass media advertising and sponsorship of tobacco products. Packaging as a container and the solitary cigarette as product with potenetial advertsing space, have become the last available media spaces to communicate brand meaning. Tobacco companies have introduced fresh message strategies, and use this still permitted medium to communicate with smokers.

Thellefsen et al. (2005) stated: “a brand is really a product laden with symbolism, a sign system that has virtually nothing to do with the usability of the product and, yet, has become so integrated with its marketing and promotion that it eventually becomes an inseparable semiotic (thus habitual) feature of the product” (p. 59). This project examines and interprets changes in the physical and embodied opportunities related to tobacco packaging from a strategic and business perspective, based on content and /or narrative analysis. The results of the research should add to our understanding of the design thinking in the context of the tobacco industry and lead to new insights and theories that are consequential for the branding of other product categories operating in adverse cultural markets.

Applicant: The successful applicant will have a strong background in design and semiotics. The candidate will have to be able to work across traditional disciplinary boundaries. S/he is expected to have a strong interest in branding and strategy; knowledge of public health and tobacco control research would be advantageous. The successful candidate will be expected to familiarise her or himself with the topic.

Applicants will need to demonstrate knowledge and experience of design, social research and /or ethnographic methods and must have previous post-graduate research experience. Skills in qualitative research are desirable, as are skills in managing a project. The successful candidate may become a member of the ASPIRE2025 collaboration and will have opportunities to become involved in the group’s wider tobacco control research programme.

Interviews: Appointments for live interviews with Dr. Roel Wijland are also possible in Europe at the Consumer Culture Conference at the University of Oxford, August 16-19, or in Amsterdam August 21-25.

Supervisors: Short backgrounds of the supervisors and their academic backgrounds may be found online: Professor Janet Hoek and Dr. Roel Wijland

Funding Notes: Further information about University of Otago PhD scholarships is available at: http://www.otago.ac.nz/study/scholarships/database/otago014687.html

Eligibility

Suitable academic backgrounds: design, branding, advertising, marketing and consumer research. A First or Upper Second Class Honours degree or a Masters degree is required in any one of these subjects. Graduates from other areas and disciplines will be considered if they can demonstrate both engagement with the topic area and relevant ability.

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CFPhd La Trobe Value Creation

Sustainability and marketing – Value Creation in Firms PhD Scholarship Opportunity La Trobe University Melbourne

This project examines value creation in firms and enquires into value measurement using metrics for sustainability, marketing and financial performance. Candidates will examine the fundamentals of value creation and appropriate measurement including developing and testing novel measures of value.

The ideal candidate for the scholarship would have an MBA and / or wide business experience and ability to work closely with senior managers; sound knowledge of marketing and supply chain logistics; a strong financial, marketing or accounting metrics background, interest in sustainability and related areas and meet the eligibility requirements for acceptance into the PhD program in FBEL.

http://www.latrobe.edu.au/fbel/about/phd-scholarships

Contact

Professor Gillian Sullivan-Mort
P: (03) 9479 1316
E: [email protected]

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